Motion: The Future of Brand Identity

Andrew Vucko, founder and ECD of Vucko, explains how motion can transform static identities into living ones fit for the 21st century. A few years ago, the question was: should your brand identity include motion? In 2025, though, that’s losing its relevance; the idea that static identities aren’t enough is widely accepted. So nowadays, the question is more like: how is motion interwoven into the heart of your brand?

In an age when screens have become our primary window to the world, motion allows us to create meaningful connections with our audiences. Rather than being a mere “add-on” to brand identity, it needs to be integrated into the brand identity process from the very start.

Why? Well, just think about how we communicate as humans. We don’t just use words. We gesture, move, and express ourselves through subtle shifts in posture and rhythm.

In this light, a brand without motion is like a person frozen in place—technically present but missing the vital spark that makes connection possible.

Transcending Decoration

Traditionally, brand identity focused on static elements: logos, colour palettes, typography, and tone of voice. These remain crucial, of course, but they’re no longer sufficient by themselves. In a world of feeds, screens, and constant interaction, audiences expect brands to respond, adapt, and engage dynamically. Motion brings these static elements to life, transforming them from mere visual assets into living, breathing expressions of brand personality.

For tech refurbishment platform Back Market, motion identity became more than just animation: it was a dynamic way to embody the company’s commitment to sustainability. Circular movements and fluid transitions weren’t just designed for visual appeal; they reflected the brand’s core value of circularity, transforming how the message of sustainability was communicated across each touchpoint.

A Universal Language

Motion identity transcends cultural and linguistic barriers. Movement speaks to something fundamental in human experience. This universal quality makes motion an invaluable tool for global brands.

For their annual event, Google Next, we developed a motion identity system that seamlessly adapted across more than 2,000 deliverables while maintaining consistent brand expression. This wasn’t just about animation—it was about creating a living system that could evolve.

Personality and Expression

Creating effective motion identity requires a deep understanding of both technical capabilities and human perception. Working with Canva, we established clear motion principles reflecting the brand’s personality. Movements needed to feel human and intentional, with fluid transitions that conveyed both functionality and emotion. This wasn’t just about making things move—it was about creating a cohesive language of movement.

Key Takeaways

• Start with strategy, not animation. Motion should express brand values and personality, not just create visual interest.
• Consider the entire ecosystem. Motion identity must work across all touchpoints, from micro-interactions to hero animations.
• Build for scalability. Create motion principles that adapt consistently across different contexts.
• Keep it human. Movement should feel natural and purposeful to build trust.
• Design for performance. Beautiful motion is worthless if it affects user experience.

The Future of Motion Identity

As technology evolves, the role of motion in brand identity will grow more important. The rise of spatial computing, augmented reality, and sophisticated digital interfaces present new opportunities and challenges for motion design. Whatever new advancements come our way, though, the fundamental principle will remain: motion brings brands to life. In a world of fragmented attention, motion is a powerful way to create meaningful engagement.